Market Research & Insights
That which can be measured gets done. Modern marketing is both an art and a science, but when you often work closely with sales and finance teams, it’s important to tell a story through data. Below are some examples of the stories Kelly told through research and insights.
Student Ambassador Program | Product Market Research
Developed a market research survey for Sony Student Ambassadors to share after completing a product demo for peers with the purpose of gathering product feedback and demo effectiveness.
Channels:
Sony Qualtrics online survey platform.
Project Role:
Project lead working directly with Market Research team to draft and publish a short survey; incorporated findings from executive summary into program presentations shared with product teams.
product feature testing
Defended the feature positioning strategy for the Google Nest Hub with an innovative sleep sensing technology through pre-launch max diff studies to test the messaging and positioning of different feature sets.
In-STore Shopalong Study
Conducted roughly 30 in-person shopalongs across two different markets (Orange County and Chicago) and three national retailers to learn about the effectiveness of Nest merchandising, copy, and in-store demos. Each shopalong was roughly one hour and included a moderator who followed a guided script and a post-shopping interview to dig deeper into specific brand challenges.
brand ambassador insights
Brought insights to the product team using Qualtrics. Sony Student Ambassadors collectively returned thousands of unique data points that together told a story on the effectiveness of their product demonstrations, the purchase consideration rates of the target audience, and the “stickiness” of marketing messages.
tablet UX Insights
Optimized the tablet user experience based on usage metrics and insights from shopalong studies. The interactive tablet display featured a live action attract loop and modules to explore and learn about each product that was sold on display.
services Messaging Research
Conducted an online survey with the goal of testing messaging effectiveness and favorability for various ways of positioning a subscription service to users. Results of the study influenced the refresh of retail global assets in-store and online across multiple products and channels.